| Summary: | 碩士 === 國立臺北大學 === 企業管理學系 === 96 === The primary E-tails of the service industry in the B2C internet are investment, financial consultant, and travel service. The purpose of this study is to find the online browsing attitudes and intention influences of consumer browsing and purchasing behavior when facing two different service industries, financial consultant and travel service. We compared two different service industries for the E-tail owner’s management reference.
We hereby submit the “E-tail Browsing Model” by studying the concerned reports as well as questionnaire from E-tail customers. Using SEM, Structural Equation Modeling, to study the relationship between exogenous variables and purchasing behavior. After research, we found consumers behavior for online browsing has some influences to their purchasing decision. For the financial consultant and travel service industries, the influences of Personal awareness of browsing security are quite smaller than the others. And variety is biggest of Merchandise. Furthermore, the biggest difference between the two industries is that Perceived usefulness of browsing has bigger effect to financial consultant industry. But the Perceived ease of browsing has bigger effect to travel service industry.
We suggest E-tail provide more varietals products and intensify management to their potential browsing customers to achieve business. For instance, financial consultant can provide more useful information, and travel service provider need to simplify their web page use and introduction.
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